On The Border at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter, replicated across all 13 stores.
Lead with Tortilla Rounds in Tortilla Chips.
Safeway stocks tortilla chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is tortilla chips: Safeway stocks only 12 there, so On The Border Tortilla Rounds stands out rather than blending in.
Safeway merchandises 2 of the 2 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin tortilla chips shelf as a point of difference.
The full runway · across 13 stores
Every category On The Border plays in across the Bay Area grocers we track, and where it stands at Safeway. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in tortilla chips. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
On The Border’s SKUs Safeway doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Safeway’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Safeway profile →